The brief:

Olivia’s Walk for Wellness is an established event that attracts over 4,000 people each year.

The walk raises funds to support the Olivia Newton-John Cancer Wellness & Research Centre, a state-of-the-art facility that provides vital, integrated wellness programs for cancer patients.

Since Olivia’s passing in late 2022, it became clear to Austin Health that this wonderful event needed to evolve to ensure its to success into the future.

Magnetic was tasked with rebranding the event in a way that would continue to honour Olivia’s memory and remain appealing to her loyal fans, while also capturing a broader audience – including a new wave of younger participants.

Our response:

Taking the theme ‘Let’s Get Physical’, Magnetic developed a concept that celebrates ONJ as a global superstar, while giving new generations of people a way to come together, express themselves, have fun and support people on their cancer journey.

We leaned into the 80’s big time – both in design and language. We developed an 80’s-TASTIC look, feel and language that inspires supporters to bust out their lycra & leg warmers, dust off their high-tops and walk to bring love, light and transformative care to people with cancer.

With our digital partner, Magnetic is rolling out an extensive eDM recruitment and social media advertising campaign, followed by onboarding and fundraising comms.

We’ve also provided a full range of advertising, fundraising and campaign collateral, along with merchandise design (including doggie bandanas!) and event signage for the big day.

Check out the website and register now Olivia’s Walk for Wellness

Our work included: 

Concept development, website content, eDM campaign (recruitment, onboarding & fundraising), social media campaign, merchandise design, advertising collateral, event signage… and more.